William Joseph Communications

Celebrating Canada's 150th Birthday

Oh Canada! As we gear up to celebrate the sesquicentennial of our home and native land, marketers revel in Canadiana as they vie for advertising supremacy. This year, we’ve seen creative campaigns that fall into three categories: those that pull on the heart-strings with feel-good vibes, bandwagon jumpers waving a maple leaf for no rhyme or reason, and those unexpected campaigns that succeed with their originality.

As advertisers and brands try to articulate what it means to be Canadian in 2017, one thing is certain – Canadians are proud of the values our country champions: diversity, community and equality. An emphasis on values over cultural history in Canada 150 advertising opens the door to more brands, including those non-native companies that want a piece of the tourtière.  What’s important when dabbling in patriotism is forming an authentic, emotional connection. Instead of merely relying on assumed Canadian iconography, it’s important for brands to tell an authentic story and embody the values they’re pushing. The task herein, then, lies in how effectively and creatively brands position their identity within the Canadian landscape.

There’s no denying that Canada is having a moment; our cultural capital has skyrocketed over the past few years thanks to the likes of our celebrity exports (Ryan Gosling, the Biebs and Drake, to name a few), our photogenic Prime Minister and our reputation for being inclusive, welcoming and kind. With so much cultural relevance to draw on, brands have had to determine which angle they’ll take when crafting Canada 150 campaigns. Whether it’s a nod to our heritage, a tribute to our current social street cred or a focus on the future, Canada is a hot commodity. Better yet, the official Canada 150 logo is free to use, even on items for sale, (as long as companies apply for a license from the Department of Canadian Heritage).

Here’s a look at how some of Canada’s biggest brands are celebrating, and marketing our 150th birthday.

Loblaws
To celebrate Canada’s 150th birthday, Loblaws created a heart-warming video that is an ode to unity, diversity and community.  Running just under 3 minutes, this video spot marks a clear departure from the usual ads we’ve come to expect from the grocery giant and excels in storytelling, while providing a coy commentary on Canada’s cultural qualities that have helped define our nation.

Loblaws held a contest under the theme of eating together, and has used social media to ask Canadians to talk about their own culinary influences and how they are inspired by the diversity of cultural backgrounds.

Hudson’s Bay Co.
The Bay is launched a 58-piece collection of souvenirs and apparel in all 90 of its stores across the country and online, including Canada-themed keychains, mugs, iPhone cases, and t-shirts. The retailer’s Canada 150 campaign focuses on raising funds for the Great Trail project, which will connect 24,000 kilometres of trails across the country into one route by the end of this year. Ten per cent of the products’ sales will be donated to the project, and two products – a $20 mini-canoe paddle keepsake and a $5 paddle keychain – will direct 50% of sales to fundraising for the trail’s completion and future upkeep.

Roots
The Canadian clothier mecca created a Canada 150 campaign that includes a Canada Day countdown, capsule collection, special edition bags honouring our diverse landscapes, plus travel tips for Canadians and fun facts about our nation. The campaign lives on its own independent landing page on the Roots website and is an informative and it is fun.

RBC
RBC launched its #Make150Count campaign before the new year and is giving more than 3,000 young Canadians $150 for community projects. The #Make150Count project asks the recipients to share their stories, which will be used as content for social, digital, TV and print ads running until July.

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Wednesday, June 21st, 2017 at 9:22am
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If you do it right, your marketing is a long-term investment. Super interesting read, check it out! #YYC #Marketing
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Tuesday, June 20th, 2017 at 10:03am
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William Joseph Communications

We are the difference between momentary achievement and enduring success. Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
William Joseph Communications
William Joseph CommunicationsMonday, June 26th, 2017 at 5:16pm
We have been working on a special video project as a tribute to our great country. Stay tuned, and in the meantime, check out this clip!
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William Joseph Communications
William Joseph Communications added 3 new photos.Thursday, June 22nd, 2017 at 11:34am
Team WJ is currently working on a fun Canada 150th project! Can't wait to show you guys what we've been up to next week!
William Joseph Communications
William Joseph CommunicationsWednesday, June 21st, 2017 at 5:31pm
As a symbol of Calgary's cowboy culture for more than 40 years, Ranchman's Cookhouse & Dancehall Inc. is the city's most celebrated Western bar. After the passing of co-owner Harris Dvorkin a new ownership group was announced that is committed to preserving Harris' legacy and maintaining Ranchman's iconic status. We were ecstatic to finally be able to share the news last week and are very honoured and privileged to work with the new ownership group on the branding and marketing for this iconic venue. Check out some of our work!

http://www.williamjoseph.com/clients/ranchmans/
William Joseph Communications
William Joseph CommunicationsTuesday, June 20th, 2017 at 12:45pm
We've heard it a million times - content is king. But in todays digital world, having a visually appealing website is just as important. So, what do you do when you have a lot crucial content that you need displayed on your business' website? Check out our latest blog post to find out!

http://www.williamjoseph.com/blog/three-tips-to-design-a-content-heavy-website/
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William Joseph CommunicationsMonday, June 19th, 2017 at 4:41pm
Ryan had a great time chatting with EnergyNow.ca at their Energy Dialogues podcast last week. Stay tuned for more WJ and EnergyNow collaborations coming your way soon!

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